The problem with "book a call"
Digital marketers spend too much time optimizing the unimportant things.
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I'll admit it.
I've spent more time than needed optimizing book-a-call pages. Tweak the copy. Put up a new image. Make the button more obvious.
Sound familiar? That's what digital marketers do, right?
But those activities rarely move the needle.
An example of what I'm talking about:
After working with a few B2B businesses, something became obvious for me.
The same page layout (buttons, format, etc.) that works for a well-known brand... completely flops for an unknown one.
Why?
Because in B2B, the decision actually happens before the call. By the time someone hits that book a call button, they've already done their research.
- They've scanned your website.
- Scrolled your socials.
- Seen your ads
- Looked you up.
They want to see so much information that proves you are who you say you are, before they open up to you.
And with AI voice agents being adopted, people are becoming more skeptical. It's only going to get harder to get people on the phone.
So if you're obsessing over buttons, colors, and that kinda stuff... You're optimizing the wrong things.
So what works?
Building trust and goodwill before the call.
- Give value.
- Show proof, case studies & testimonials.
- Build a lead gen funnel not to rush into a sale, but to educate.
I know, I know. It's not sexy.
But when people trust you, you don't need to do a lot of convincing to get them on a call. The real problem is that most businesses find this out a little too late. When they've exhausted all resources and lost all their goodwill.
Tired of the AI bros yet? I am...
Every one of their posts is, "Comment, "CLOODE" and I'll send you my workflow". You do that, and realize you're now in their funnel to buy a course.
That's why we're making Underdog AI Con, to gather practitioners, generous enough to share their AI marketing processes as case studies. To date, we have speakers who will share their processes for creating AI creatives, deploying voice agents, and creating content – with more to announce soon.